THE BRAND

Army Reserve soldiers add a new dimension to the Army with operational abilities and strategic depth to expand its’ collective capabilities.

THE CHALLENGE

Declining propensity levels among Gen Z limiting the total prospect pool for the Army.

RESEARCH

Research Methods: Survey, Creative Audit, Stakeholder Interviews, 4C

Key Finding: The Reserve benefits are squarely centered around youth’s rational and emotional needs, but it’s seen that way.

Insight:
Gen Z craves hard skills and believes it is important for their growth.

Tension:
The military is often seen as a last resort. A place you go when you’re incapable of other choices.

Insight:
Gen Z is constantly looking for ways to fast track their careers.

Tension:
There is very little awareness of the range of skills a military career provides beyond combat.

PROBLEM

Prospects are mostly unaware of the Army Reserve and its distinction from other ways to serve, often perceived as a mere stand-by force, one that exists to support active duty. However, the Reserve is the operational force with the most capable, talented, and educated soldiers in the Army.

TARGET AUDIENCE

The one’s that are capable. They are intentional about their choices.
They are well-qualified prospects who have acquired certain skills and as a result have more options available to them. They are looking at every opportunity as a potential to add to their future.

STRATEGY

Advance your capabilities with the Reserve.

The Army Reserve is for those who seize every opportunity to advance their skills, grow their expertise, and provide greater impact.

For whom, every day is a chance to better themselves.

CREATIVE CAMPAIGN

It’s Your Time

PERFORMANCE

Achieved 4k marketing attributable contracts in Fiscal Year 24, +200 over objective.

Strong campaign recognition (28%), among the highest in the Army’s campaign ecosystem.